RTÉ has sunk to the bottom of a league table ranking companies in Ireland for customer experience.

The annual Irish Customer Experience Report saw the national broadcaster’s customer experience score (CXi) fall by 17%.

Meanwhile, RTÉ saw its rating for trustworthiness falling by 25%.

It comes in the wake of the payments scandal which has enveloped the broadcaster this year.

All brands in the entertainment and leisure sector, apart from YouTube, saw drops in their rankings.

Amazon Prime Video was down 54 places, Netflix dropped by 27 places and Disney+ was down by
18 places.

"This reflects their challenges to truly understand customer needs in the content they provide and making it easy for customers to access the service," the CX Company said.

A Netflix login screen is seen on on a smartphone display. Picture by: Rokas Tenys / Alamy Stock Photo

The cost-of-living crisis has also impacted the rankings of Paddy Power, which dropped six places, and the National Lottery which is down by 28 places.

Facebook and Google retain their positions in the bottom third of the table, with Ticketmaster just above them.

The top sector overall was the credit unions, with pharmacies, retailers and supermarkets also performing well.

The supermarket sector as a whole continued to show a strong performance in 2023 with an overall uplift in their score of 6%.

There are also three pharmacies in the top 10.

Source: The CX Company

The financial services sector saw the biggest jump of all sectors, moving up the ranks from sixth in 2022 to third in 2023.

The Passport Service is the only public sector brand to sit within the top 20 at 18th.

It jumped a massive 68 places from ranking 86th in 2022, representing the largest increase of any company within the survey.

Source: The CX Company

CXi Survey Editor Cathy Summers told Breakfast Business credit unions have been quick adaptors.

"Credit unions have the highest score they've ever had," she said.

"I think it really reflects their strong position in the market. They're embedded in the community [and] they've got a large network.

"They've also been able to adapt to customers changing needs and expectations.

"They've implemented digital really well but they've done it based on what customers want, rather than the company just doing it to save money."

Source: The CX Company

Ms Summers said there's more to RTÉ's ranking than the recent pay scandal.

"Some of the poor programming; the RTÉ Player is nowhere near it's competitors," she said.

"What's happening is that trust has broken down.

"Trust is a key element of customer experience, if that goes then it's really difficult to build that back up again.

"I think it's going to take a while, there's a lot of people refusing to pay their TV licence fee.

"So, it's a watch this space I think," she added.